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アスリートの価値

日経12/29朝刊スポーツ面、伊集院静氏のコラムより。

一年間、コラム連載を引き受けてみて、さまざまな読者から手紙、声をかけてもらい、経済紙のスポーツ欄を読む人が多いのに驚いた。起業家はスポーツが好きなのか。それなら社会人野球をはじめ企業の運動部の廃止、休止をできるだけやめてもらいたいものだ。

どうも伊住院静は日経新聞というものは、大企業の社長クラスだけが読んでいると思っているらしい。キオスクで売っている日経はなんなのか。

伊集院静にマジレスしてみる。

  • スポーツ欄をにぎわしているのはプロスポーツ。したがって企業運動部へのアテンションはやはりない
  • 仮に企業運動部がプロモーションとしての価値があったとしても、同様にプロモーションの価値として発揮できてるマス広告の予算は減ってる

ちなみに私も日経のスポーツ欄は大好きです。一読者として日経のスポーツ欄を読む意義はこんなところ。

  • 一ファンとして
  • 戦略の参考に
  • ひたすら観客動員数の遷移をながめて、チームの強さとビジネス規模との相関をウォッチ

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